International Business Strategy Report 2022

RUNNINGHEAD: INTERNATIONAL BUSINESS STRATEGY
INTERNATIONAL BUSINESS STRATEGY
Name of the Student:
Name of the University:
Author’s Note:

INTERNATIONAL BUSINESS STRATEGY1
Executive summary
This report will analyse the international business strategy for the Adidas Company. This organisation is interested
to expand its business in Japan. The mission of this report is to identify the most appropriate business strategy for
this company. The market of Japan will be analysed in this report. The market entry strategy, financing strategy,
staffing strategy will be analysed which will be helpful for this company to do its business in Japan.

INTERNATIONAL BUSINESS STRATEGY2
Table of Contents
Introduction:..................................................................................................................................................................3
SWOT and industry analysis:.......................................................................................................................................3
Background of Adidas Company:.............................................................................................................................3
Background analysis:................................................................................................................................................3
Internal analysis:...................................................................................................................................................3
External analysis:..................................................................................................................................................4
Porter’s five forces analysis:.................................................................................................................................4
SWOT analysis:....................................................................................................................................................5
Strategic goals and Tactics:..........................................................................................................................................6
Market selection:.......................................................................................................................................................6
Pest analysis:.........................................................................................................................................................6
Market entry:.............................................................................................................................................................7
Product and pricing strategy:....................................................................................................................................8
Competitive dynamics:.............................................................................................................................................8
Staffing &Professional development:.......................................................................................................................8
Financing international operation:................................................................................................................................9
Expected results:.........................................................................................................................................................10
Conclusion:.................................................................................................................................................................10
References:..................................................................................................................................................................11

INTERNATIONAL BUSINESS STRATEGY3
Introduction:
The business development plan is necessary for a business organisation to boost the relationship between
the buyers, suppliers and competitors. This report aims to develop an international business strategy for the Adidas
Company. To develop the international business strategy for Adidas, SWOT analysis, Porter’s five forces analysis,
and other strategic management theories will be used in this report.
SWOT and industry analysis:
Background of Adidas Company:
Adidas, a multinational business organisation headquartered in Herzogenaurach, Germany, offers sports
accessories. Kasper Rorsted is the present CEO of this company (Adidas group, 2020). The mission of Adidas is to
become the global leader in the sports goods industry. To improve competitive position this organisation is
strengthening its brands and products (Adidas group, 2020). The vision of Adidas is to become the design leaders
and deliver the best quality products in the global sports market. In 2019, net sales of this company were 23.64
billion euros (Statista, 2020). The total number of employees of Adidas in 2019 was 59,533 (O'Connell, 2020).
This organisation manufactures sports accessories, shoes and clothing.
Background analysis:
Internal analysis:
In this part, tangible and intangible assets of this organisation will be identified. The brand value of Adidas
in 2019b was 16.6 billion US dollars (Statista, 2020). The two main manufactories of this company are located in
Vietnam and China. For mass production, this organisation uses CNC machines. Software is used by this company
for creating cutting edge shoes. R&D of this company is efficient. The brand reputation and organisational value of
this company is its strength. The number of employees working for this company are 59533 in 2019 (O'Connell,
2020). The R&D of this company is creating innovative technology to ensure smooth manufacturing. Partnerships,
patents, sponsorships of this company and cooperation with universities are the intangible assets of this company.
Supply chain management and value chain of this company are strengths for the Adidas Company.